What do you need to do?

It was the end of a long, tiring day at head office.

I sat across from Nichola at the table in the meeting room. 

I’d been trying to pitch her on my idea all day, but she was having none of it.

“Come on… what have you got to lose?”

And then she said the magic words…

“Izzy wizzy let’s get busy!”

Wait… No, not those magic words.

These magic words…

“Go on then… you’ve earned it”.


She scribbled some figures onto a scrap of paper and slid it across the desk and shot me a smile.

“Pick me up Saturday at 8…”

The deal was done.

– – – 

There’s a tipping point in every transaction – a moment when the buyer says “OK, ya got me. I’m in”.

For some products and services – expensive ones for example – you have to put in a lot of work to get the sale.

For others, not so much.

It’s like travelling abroad for your holiday – you have to jump through a lot of hoops to make it successful.

You need to get your jabs, arrange transfers, get passports and documents, book the hotel, and sort taxis etc…

For a product, it might mean writing VSLs, social posts, long copy, email onboarding, testimonials and follow-ups…

Cheaper products are like going on holiday to your mum’s house – you don’t need much to make them work.

You can show up without much prep, knowing things will be OK.

For example, you can get sales of a $7 product with just a compelling, benefit-heavy “how to… without…” headline and sub-headline.

One of my biggest weaknesses (apart from being allergic to Cher) is that I often get distracted by fancy copywriting ideas, strategies, hooks and angles when I should be focusing on the important question…

What do I need to do to get them to “YES”?

What do you need to do to get your customers to say “go on then…” to your thing?